By and  on January 10, 2011

Add another pre-fall appointment to your calendar — Rochas has returned. The collection, which is being shown to buyers today in New York, is the first for the French house since Gibò Co. SpA took over the license in 2008 and tapped Marco Zanini as creative director. Procter & Gamble, the firm’s owner, shuttered the fashion house in 2006, when Olivier Theyskens was creative director.

The move to add pre-seasons (resort will be next) is another strategic step toward rebuilding the Rochas label that garnered much acclaim in its previous incarnation under Theyskens, but failed to become commercially viable. “When we started here four seasons ago, we decided to take a very slow path to do things properly and take our time to develop the brand and its new identity,” Zanini said in a telephone conversation from Milan, where he spends the bulk of his time these days. “We felt that now it was time for us to introduce a pre-collection. The demand was there from the buyers.”

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